BBC: DRACULA

To launch BBC’s adaptation of Dracula, the broadcaster needed a campaign that could cut through an increasingly competitive entertainment landscape. Inspired by the vampire’s association with darkness and shadows, Havas, Talon and Grand Visual delivered an innovative shadow billboard advertising campaign that transformed a simple OOH installation into a viral cultural moment.

With OOH proven to build fame among younger and lighter TV audiences, the campaign centred on a high-impact special build designed to generate awareness, PR and social conversation. The concept leveraged one of Dracula’s most iconic traits – his connection to darkness- to create a piece of shadow billboard advertising that revealed itself only after sunset.

Unveiled on 30 December 2019, the installation appeared across premium sites in London and Birmingham. By day, audiences saw only a cluster of blood-red stakes protruding from the billboard. As darkness fell, a strategically positioned spotlight cast a shadow that revealed Dracula’s silhouette across the canvas.

The effect was achieved through carefully positioned 3D stakes and bespoke lighting. To further enhance engagement, the installation also featured an “In Case of Vampires Break Glass” activation. The result was a unique example of shadow billboard advertising that blurred the line between outdoor media and public art.

The campaign generated significant earned media attention, with an estimated 43,000 social posts, a reach of 22 million, and more than 40 articles written about the installation. The execution also trended on Reddit’s homepage and gained extensive coverage across national and industry media.